#LetGirlsPlay Biggest Ever Football Session 2024

Client: The FA

In 2021, the ‘Let Girls Play’ campaign was created to support The FA’s ambition for girls to have equal access to football in schools by 2024.

Since then, the campaign has proven to be perhaps the most impactful and important purpose-driven initiatives for girls’ grassroots sport this country has ever seen. The beauty of concept lay in its simplicity – Let. Girls. Play. For 2024, our strategy was simple, create spotlight moments to drive awareness and tell our story using the voices of who are passionate about driving change in their local communities. #LetGirlsPlay Biggest Ever Football Session is one of our spotlight moments that supports our equal access ambition, with a purpose of influencing change in schools across England. The #LetGirlsPlay Biggest Ever Football Session saw incredible integrated PR results this year. Topline highlights include: • 475,000 girls from 5,000 schools took part in BEFS (inc. 71% new schools signed up year on year) • 30+ pieces of coverage were achieved in total across all events • On owned social across the pre-, on the day and post-activity we achieved: 55 posts, 1.3m video views, 121k engagements and 2.135m impressions • Let Girls Play and Biggest Ever Football Session were both trending on X (Twitter) on 8th March 2024 • 35 supportive tweets from MPs and approximately 28 visits to sessions by MPs • Strong influencer results through working with Jodie Ounsley (Gladiator), Lia Lewis and more - 500k+ views in total